ABSTRACT:Globally more than one billion people lack access to safe drinking water. Approximately 80% of diseases in India are caused by water borne micro organisms. However, awareness of health risks linked to unsafe water is still very low among the rural population. With more and more number people are becoming conscious about contaminated drinking water; the demand for water purifiers has seen an exponential growth of 22% CAGR. The UV segment of Water Purifiers constitutes more than 55% of the industry and water purifier manufacturers focus on this segment because of higher margins it offer. This paper is a primary data based, collected from Ganjam, to assess the competitive advantages of Aqua Guard brand Water Purifier, Market Potentiality, and Competitor analysis of this segment.